The phrase bottom of the pyramid was first used by American president Franklin D Roosevelt referring to the forgotten man at the base of the economic pyramid. The shibboleth has since been brought to context by economists in a telling view on how to explore the big money available with the billion many. Today, as experts cope with the blame of unpredictability, with some seeing markets at new highs while others forecasting a plunge, the phrase finds itself well-suited to an investor's urge to make profit.

"We think auto is looking very-very good. The reason is very simple that you have a huge rural benefit which is coming in because of the good monsoon. You have the wealth effect and also rural wages are very high and also the up-trading is happening," says Vikarm Kotak, CIO-Equities, Deutsche AMC.

"Over the last five years, we have seen 65 per cent growth in the rural wage. So, rural is the area which is looking up, rural is area which is looking to kind of start using that consumer stuff which they have not used for so many years. I am trying to say that you have huge advantage in the rural side, which is actually kind of driving the whole growth area. Urban side is in a pressure," says Vikarm.

Thanks to the uncertainty over US shutdown, the Fed tapering, China's economic prospects, India's elections, the one common sure-shot positive consensus among experts is the rural theme.

"I would suggest something like an HDFC or LIC Housing Finance or M&M Financial which is a better play on rural India; and also tractor financing," says Devang Mehta, Senior VP & Head Equities Sales, Anand Rathi Securities.

"Commercial vehicle numbers have been negative 30% for both Tata and Ashok Leyland. In this space, tractors have done well ... one should be really looking at rural consumption at this point," says Tirthankar Patnaik, Religare Capital Markets. "Good monsoons is clearly a positive trigger for the economy, and the best part is that that has also created a good water table. Not just the summer crop but even the winter crop, the kharif crop, could turn out to be much better than expected," says Tirthankar Patnaik, Religare Capital Markets.

The decline in spending is more severe in urban than in rural India, says CRISIL Research.

Going ahead, CRISIL expects rural consumption to improve following good monsoons coupled with government spending in social benefit programs. It says urban spending is expected to remain weak.

"With this backdrop of monsoon, etc, the demand is definitely going to be robust from the semi-urban and rural areas; and new launches will definitely help. So, if somebody has got a risk appetite, then you can look at TVS Motors, otherwise we would prefer Bajaj Auto compared to Hero MotoCorp," says Gaurang Shah, Assistant VP, Geojit BNP Paribas Financial Services.

Incomes in semi-urban and rural India have grown at an average rate of around 14 per cent over the past five years, says CRISIL report.

"The consistent growth is driven by increase in farm income and various social benefit programs such as MGNREGA introduced by the government. The government has consistently increased the minimum support price (MSP) of various agricultural products which has also led to significant increase in farm income. As a result, companies whose sales are leveraged to spending in semi-urban and rural income are poised to do well," the report adds.

Says a UBS report: "A number of companies in autos, consumers (staples/discretionary) and agri products have a high percentage of their revenue/profits coming from the rural sector. A good monsoon should boost rural consumption and be positive for these companies."

As per the Indian Meteorological Bureau, India's monsoon rainfall in 2013 has been 5 per cent above normal, with 30 out of 36 sub-divisions reporting normal or excess rainfall, making this among the best monsoon in 15 years.

Amid this, what comes as an overall good is the fact that good monsoon, much capable of automatically pushing rural demand, is also expected to do what is at the moment most needed - kick-start the broken economy.